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24 June 2019

Worn Carelessly

by Syd Briscoe

Adidas: “Supercourt” - 30s

In a market saturated with the latest must-have kicks to be kept pristine and box-fresh for peak bragging rights, Adidas have taken a contrary approach: celebrating their 'Supercourt' incarnation getting thoroughly trashed.

The campaign has a pleasantly edgy, urban feel, as the young cast ruin their once-white sneakers via toes stepped on at gigs, splatters of hair dye staining leather, and grass ground in during carefree games of football in the park.

Director Yoni Lappin has retained a grainy vibe which suits the film, showing flashes of youthful rebellion and camaraderie executed with equal enthusiasm. Lovely work which bucks the current trend in a satisfying way.

Film Production: RSA Ⓟ Ⓦ
Director: Yoni Lappin Ⓟ Ⓦ (PrettyBird Ⓟ Ⓦ)
Producer: Callum Harrison
Executive Producer: Paul Kawasaki
Cinematographer: Jake Scott
Film Lab: Cinelab London Ⓟ Ⓦ
Post Production: Oliver Whitworth / Tina Starkweather @ Electric Theatre Collective Ⓟ Ⓦ
Colourist: Jason Wallis

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